While the concept of business intelligence (BI) has been around for years, adoption of BI technology may just now be hitting the mainstream, according to Mark Madsen, a consultant with Third Nature in Rogue River, Ore. At the same time, BI technology itself has become commoditized in recent years, Madsen said.

But how can a technology that is just now achieving mainstream adoption already be a commodity? To find out, watch this video Q&A with Madsen, recorded at the TDWI World Conference in Las Vegas in February 2010. In addition to BI adoption and commoditization, Madsen also discusses how he thinks BI vendors are failing to live up to the expectations of end users and data management pros, why he thinks the usability of BI tools is "horrendous," and why communication and other "soft" skills are vital to BI success.

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